Our Influence Strategy

The Challenge: Standing Out In A Crowded Marketplace

Parents find it difficult to choose a nursery based on a website alone. This was why the enquiry rates are traditionally low, parents fear making a mistake. They see nurseries as homogenous. They find it hard to distinguish between good and bad based on anything more than reviews they read online, and recommendations from friends. The key is to influence their subconscious mind.

The science shows there are distinct elements that parents look for in a nursery. These elements are like a mental checklist, which when present puts parents at ease. They first need to know this information before they are willing to give up their time and take a tour.

Parents first try to ‘thin down the list’ of potential daycares, which makes sense. When searching online they are met with many different nurseries that all say similar things. It’s impossible for a non-expert to distinguish between them. This is the role of the subconscious mind, to apply rules that instantly disqualify some nurseries from consideration. Effective marketing understands how to ‘tick these boxes’ and ensure your nursery stays a viable option, this is what ultimately leads to tours and eventual placements.

Our Strategic Approach

KFG’s original website was too generic. It didn’t clearly show why parents should chose them instead of their competitors. This is because (like competitor websites) KFG’s site didn’t overcome parent’s fears.

For example, expat parents often worry about nursery education not being as good as it is back home. KFG’s original site didn’t provide enough info about the quality of its curriculum.

Its new site showcased KFG’s world-renowned curriculum. This curriculum followed guidelines used in the UK and USA. Parents could rest easy knowing that KFG’s curriculum was internationally recognised.

The new website no longer featured generic promotional text. It now communicated specific benefits to overcome universal concerns. Parents no longer worried about choosing the right nursery. KFG had won their trust. This resulted in a 250% increase in leads.

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